The spots created by Commonwealth//McCann celebrate the Silverado with two different approaches - one contemporary, one nostalgic
The Chevrolet Silverado is an American icon — big, bold and built to work and play hard. And for the launch of the All-New 2019 Silverado, Commonwealth//McCann and Chevrolet have created a campaign that’s as big, bold and iconic as the truck itself.
Kicking off January 7th, the all-encompassing campaign is designed to showcase the Silverado’s renowned dependability and modern capability, highlighting the truck’s powerful design, first-in-category features and famed toughness and proving that the redesigned Silverado is ready to disrupt the entire category.
At the centre of the campaign are two videos designed to launch the Silverado in breakthrough ways. In ‘A Little Bit Country, A Little Bit Rock ‘n Roll’, the lyrics of an iconic song serve as dialogue for individuals of all ages, backgrounds, professions and cultures for whom the new Silverado is the truck of choice. It’s a little bit country, and a little bit rock and roll … the right truck for whatever your needs might be.
‘Tailgates’ takes a journey through the decades as seen from the tailgate of the Silverado, from the early 1900s (in black and white, of course) to the present day (where the Silverado tailgate can be closed with the click of a button). The people, the music, the locations, the jobs might change, but one thing remains constant: The strength, versatility and dependability of the Silverado.
In addition to the videos, the campaign features a complete suite of assets across all channels. In a first for an automotive brand, there will be Silverado-branded Amazon boxes, bringing the truck to front porches across the U.S. The Silverado will be taking over the mobile viral sensation HQ Trivia for “Truckin Tuesday” trivia night. And a series of faux magazine covers, amplified by social media, will further drive impact and breakthrough, along with owned and paid social media, homepage takeovers and OLA.
Silverado “Little Bit Country”
Chief Creative Officer, North America: Gary Pascoe
Managing Director, North America: Chris Balicki
Executive Creative Director: Bob Guisgand
Executive Creative Director: Duffy Patten
Executive Producers: Kelly Balagna and Paul Renusch